In recent years, pharmaceutical companies have been vigorously advocating "compliance". However, it was not until 20 13 that the state issued a "sky-high ticket" to illegal pharmaceutical companies that the necessity of compliance was really widely valued by pharmaceutical companies. Not to mention whether this "compliance road" is forced by the pressure of the state to avoid losses and risks, or the improvement of the company's own understanding, the irresistible trend of "compliance road" will inevitably lead to great changes within pharmaceutical companies.
1 on the advantages and disadvantages of pharmaceutical enterprises' compliance
Compliance of pharmaceutical enterprises is the basic requirement of pharmaceutical enterprises' operation. However, due to the high interests of the pharmaceutical industry, there have been violations in the pharmaceutical industry for many years: "selling with gold" has intensified, and unfair competition has been repeatedly banned. This phenomenon that pharmaceutical enterprises only pay attention to immediate interests and ignore the long-term development of enterprises needs to be paid attention to by relevant departments.
. The compliance of 1. 1 has more advantages than disadvantages for pharmaceutical enterprises, and the compliance of pharmaceutical enterprises will provide certain protection for people engaged in the pharmaceutical industry; Compliance process can effectively curb unfair competition; Compliant new sales effectively avoid illegal activities in cash sales, and effectively prevent problems such as dereliction of duty while ensuring the integrity of marketing personnel; While bringing long-term benefits to enterprises, it also enables enterprises to enter the fast lane of benign development and operation. Based on this, for pharmaceutical companies, the advantages of compliance outweigh the disadvantages. Only by complying with regulations can pharmaceutical companies go further, and only by changing the marketing model can they bring more long-term benefits to enterprises.
1.2 Compliance marketing is a long-term strategy of pharmaceutical enterprises. The survey shows that many "profitable" sales models are dying out due to the strong macro-control of the country and the anti-corruption measures from the Food and Drug Administration, which has brought about the downturn of the pharmaceutical industry in China. This phenomenon fully shows that at present, China's pharmaceutical enterprises are not in compliance and there are serious problems. It is obviously unreasonable to continue the old-fashioned way. Only carrying out compliance marketing is a long-term strategy for pharmaceutical companies.
1.3 It is imperative to conform to the marketing model of pharmaceutical enterprises. China medicine has entered the era of compliance in an all-round way, and enterprise compliance is an imperative measure. In the era of compliance, pharmaceutical enterprises can only promote their sustainable development by choosing appropriate marketing strategies from the perspective of sustainable development and comprehensively measuring the costs of compliance and violation.
2 Talking about the compliance strategy of pharmaceutical enterprises under the new situation
To ensure the sustainable development of pharmaceutical enterprises' compliance, the best way is to establish an effective enterprise compliance system to ensure that enterprises have "laws" to follow and rules to follow in the business process, thus reducing enterprise risks and improving the comprehensive management level of enterprises. The specific strategies for establishing and perfecting the compliance system can start from the following aspects.
2. 1 top-down, improve the cognition of enterprises. First of all, the attitude of senior management is the most fundamental guarantee to determine whether the system can be effectively implemented. Only when the top management of pharmaceutical companies reaches a certain height will this system be effectively promoted from top to bottom, and then this system will be effectively promoted. Secondly, it is also very important for the development of enterprise compliance to pay attention to the improvement of compliance awareness of all employees and let employees clearly understand the advantages and disadvantages of personal interests and enterprise compliance.
2.2 Conduct scientific risk assessment according to your own situation. The establishment of any system or policy is more or less risky. Before "enterprise compliance" is widely carried out, pharmaceutical enterprises need to combine their own strategic planning with the actual situation of their own development and scientifically evaluate the possible risks at all levels of enterprise operation. After discovering risks, we can take corresponding measures to improve them in time and effectively.
2.3 Compliance Policy Process Compliance policy is very important to formulate enterprise compliance policy. Establishing compliance policies can set corresponding standards for enterprises at all levels, such as registration level, R&D level, sales level, procurement level and expense level. According to Kannikin's Law, the compliance policy should be implemented step by step from the weakest point.
2.4 Establish relevant evaluation system to ensure the effective implementation of compliance. Establish an independent compliance department within the enterprise and establish an evaluation system according to relevant national policies. Reviewers regularly or irregularly conduct long-term and continuous compliance audits on the pharmaceutical industry, including the supervision of compliance policies and the discovery of practical problems in operation, so as to find problems in time, avoid risks as soon as possible, and provide practical basis for enterprises to continuously improve their compliance system and improve themselves.
2.5 Strengthen information disclosure. First, review the areas where risks exist or may exist in the industry, especially those involving economic benefits. Strengthen the internal management of enterprises, and by improving the punishment and disclosure of illegal operations, force employees of pharmaceutical enterprises to conduct self-evaluation independently, and effectively improve their own quality and "self-compliance". Secondly, increase the relevant reward mechanism and punishment to ensure that violations are effectively deterred.
2.6 "Check and fill the gaps" and make corresponding innovations in the system in time. At different stages of enterprise development, we should effectively summarize the implementation of "compliance" in time, and at the same time, while absorbing experience education, we should constantly promote the development of enterprises in the direction of compliance.
3 Conclusion
To ensure the sustained and long-term development of pharmaceutical enterprises, pharmaceutical enterprises need to weigh the advantages and disadvantages of compliance and violation, and know how to judge the situation. It is necessary to comply with the strong requirements of relevant national laws on medical reform and anti-corruption, and to construct new marketing strategies and models conducive to the survival and sustainable development of enterprises in the new situation with a responsible attitude towards society, hospitals, patients and enterprise development, so that pharmaceutical enterprises can make great strides on the road of development compliance.
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